Achieving cost-effective searches online can be a challenge, especially for companies like UK car insurance aggregator, Compare the Market, where the keyword ‘market’ is so generic it equals expensive.

But this smart campaign really stands out from the crowd. It not only avoids high search costs, but has also more than tripled its web traffic and is creating quite a storm with its entertaining appeal. Its solution - develop an alternative site, comparethemeerkat.com, to help drive more traffic to the official site.

It all started with TV and radio, you can view the TVC below.

The media leads people to a continuation of the story online, which is in fact a gentle diversion to the more serious business of comparing car insurance.

Challenge met – results see the cost per click is reduced from $8 to 8c per click. Driving Compare the Market cost per acquisition down 73%. Traffic increased by 400%.

The campaign is further strengthened with strong integration into the social media environment with Facebook, Twitter and has resulted in a number of spoof campaigns on YouTube, like this one.

“This campaign really highlights the synergy between offline and online media and the importance of ‘closing the loop’ on all campaigns. All possible search terms need to be covered to capture all interest including above the line messaging and tag lines. It’s important to take a broad view with all campaigns and ensure you have search supporting your offline campaigns, so it can capture the increased traffic volumes and drive greater efficiencies through targeting uncompetitive keywords in a competitive marketplace.”

Jon Roberts, General Manager, Columbus

Posted by: Carmen Campbell
Thanks to: Compare the markets, Compare the meerkats, Emma Hall, Advertising Age, Jon Roberts, General Manager, Columbus

Maybe it’s the music, maybe it’s because I’m a kiwi?

Either way, Air New Zealand’s latest campaign ‘nothing to hide’ makes me smile. It makes all other airlines feel too serious (OK, OK, not Virgin Blue I agree) and certainly does something to move the Air New Zealand brand into a more contemporary space. The message is simple – they don’t charge for extras.

Another interesting point, the talent are Air New Zealand staff (who are probably braving the cold winter air on the day of the shoot) so I imagine the word of mouth created within the company, family and friends alone will be worth something. Having staff as stars can create challenges but diminishing staff morale is rarely one of them.

Check out the baggage handler with silver hair, he’s actually Air New Zealand’s CEO Rob Fyfe.

Here’s the ad…

Here’s the in flight video that integrates things further…

And finally, the behind the scenes take on things to keep story going…

Posted by: Carmen Campbell
Thanks to: Air New Zealand

There are very few people who are known by their first name only. Harold, a very well-known name in our industry, is one such person.

Now you can gain insight into this enigmatic and charismatic man as his autobiography has just hit the book shelves.

Part autobiography, part guidebook, Living Large explores Harold’s personal journey from son of a sawmiller to owner of a $100 million business. It provides tales many of us in the office have had the pleasure of hearing first hand and is an inspiration for those trying to make it in the corporate jungle.

Living Large is available now at all good bookshops or online at mup.com.au.

Enjoy!

Thanks to: Harold Mitchell, Melbourne University Publishing

Here’s one for the Scottish among us. Or the Johnnie Walker enthusiasts. Or in fact anyone that appreciates a well-executed piece of content.

Not that I’m a fan of whiskey, but this held my attention for the full six minutes.

Created as a story, confidently told by Scottish actor Robert Carlyle, (Trainspotting, The Full Monty, Angela’s Ashes), this is a brilliant example of how a long-standing brand continues to demonstrate strength and confidence.

Thanks to: Johnnie Walker, BBH London, Adverblog, Adland.tv

A fun piece from Evian water, featuring 96 babies dancing to the hip hop beats of a new version of ‘Rapper’s Delight’ from rapper Dan the Automator.

Like it?

Thanks to: Evian, BETC Euro RSCG – Paris, Dan the Automator

The Twitter phenomenon continues. Here’s an example from Vodafone UK on how it can be used in a way that complements an existing campaign, taking the user generated aspect to a deeper level.

To let Vodafone UK customers know that they don’t have to pay global roaming charges while they’re on their summer holiday, Vodafone launched an interactive twitter travel map to invite participation.

People are invited to enter their Twitter details, alongside their postcode and almost immediately they are posted to the interactive map along with hundreds of others.

This campaign works because Vodafone doesn’t forego its brand in favour of the latest hyped technology. Its brand messages and iconography sit alongside the interactive map, while at the same time acknowledging its audience likes to both travel and Twitter!

If you love Twitter, you’ll love these…

There are numerous applications popping up that can enhance your day to day Twitter experience. Some are more useful than others. Here’s just a few:

A place where important people get really famous tweetingtoohard.com

To keep things tidy tweetdeck.com

Questions for the Twitter universe? iknowtweet.com

Create and distribute polls on Twitter twtpoll.com

Thanks to: Vodafone UK, Twitter, Tweeting too hard, Tweet deck, I know Tweet, twt poll